Consumer Decisions

Why do we buy?

Values and Goals	personal lifestyle, customs, the amount one is willing to spend to meet needs or wants.
Human Needs	physiological,safety or security,love and belonging, self-esteem, and self-actualization
Peers	friends and peer group
Advice of Experts	informed judgements of others and product-rating magazines
Consumer Information Sources	magazines, media, and government agencies
Advertising	television, magazines, billboards, clothing items
Marketplace	store decore, packaging and labeling, product availability, trade name, reputation of seller, and presence of sales personnel
Product Characteristics	cost, function, ease of care, durability, fashion, warranties